网络商品评价不一致性对消费者风险感知的影响  

The Impact of Inconsistent Online Product Evaluation on Consumer Risk Perception

作　　者：张巍[1] 尚雨琪 邹妮 ZHANG Wei;SHANG Yu-qi;ZHOU Ni(School of Management,Xi'an University of Science and Technology,Xi'an 710054,China)

机构地区：[1]西安科技大学管理学院

出　　处：《工业工程与管理》2019年第5期182-187,194,共7页Industrial Engineering and Management

基　　金：国家自然科学基金面上基金项目(71472144,71673220)

摘　　要：网络商品评价中包装、价格、物流配送、质量四个方面的不一致性对消费者风险感知产生影响,进而影响消费者购买决策。实验选取消费者对商品评价的扫描路径、热点图以及注视时长等眼动指标,结合实时的调查问卷来反映消费者风险感知的大小,在相关数据分析的基础上深入剖析在网络商品评价不一致的情况下消费者风险感知程度的差异。结果发现网络商品评价不一致性与消费者的风险感知正相关,且消费者的注视时间越长,其内在风险感知程度越高,购买意愿程度越低。The inconsistency of packaging,price,logistics distribution and quality in the evaluation of online commodities has an impact on consumers′ risk perception,which in turn affects their purchase decisions.In this experiment,eye movement scanning path,eye movement hotspots,fixation duration and other indicators of consumers′ evaluation of commodities were selected,and real-time questionnaires were combined to reflect the size of consumers′ perception of risks.Based on the analysis of relevant data,the differences in consumers′ perception of risks in the case of inconsistent online commodity evaluation were analyzed in depth.The results showed that the inconsistency of online commodity evaluation was positively correlated with consumers′ risk perception,and the longer the consumers′ fixation time,the higher their internal risk perception and the lower their purchase intention.

关 键 词：商品评价 风险感知 购买决策 眼动指标 

分 类 号：F272.3[经济管理—企业管理]